Open leasing to demand that's already warm.
Campaigns go live 60 to 90 days before first move-ins, so brand defense, interest-list growth, and retargeting pools are already built by the time the leasing office opens. Budget pacing follows absorption targets, not a flat monthly number that ignores what's actually leasing.
Three phases, one account that changes on purpose
Launch before the leasing office opens
Google and Meta go live while there's still nothing to tour, so demand and a retargeting pool exist before the first unit comes online.
- Broad-match search discovery to map real demand
- Brand defense before competitors bid on your community's name
- Meta awareness and interest-list growth
Demand is warm, push for tours and applications
Budget shifts into high-intent search and Meta retargeting as the interest list starts converting into scheduled tours.
- Phrase and exact match tightened as real leads come in
- Meta retargeting aimed at tours that didn't book
- Velocity-based pacing to hit absorption targets
Efficiency takes over from volume
As units fill, spend follows what's still vacant instead of what already leased, and the account tightens toward the terms actually converting.
- Cost per lease tracked by floor plan
- Budget reallocated to units still sitting open
- Transition to always-on stabilized protection
One launch package, added to standard management
$2,000 one-time, layered onto standard management
Pairs with the Monitor tier ($350/property/mo), which includes the Jamesday Marketing Pulse dashboard so pacing is visible from day one, not discovered in a monthly report.
- Campaigns live 60 to 90 days before first move-ins
- Brand defense before competitors can bid on your community's name
- Interest-list growth across Google and Meta
- Budget pacing tied to absorption targets, not a flat number
Rolls into standard management, not a new fee
The launch price is a one-time addition. Once the community moves through lease-up, the account transitions to standard paid advertising management at 18% of managed spend, 16% at 20+ communities or $50K+/mo.
- Month-to-month, no contract
- You own every ad account, on both platforms
- Same team runs pre-lease through stabilization
- No renegotiation needed at handoff
Absorption pacing next to spend, updated daily
A lease-up lives or dies on whether leasing keeps pace with move-ins, and that number usually only shows up after the fact in a monthly report. Jamesday Marketing Pulse tracks spend, leads, and interest-list growth against your absorption target every day of the launch window, so a floor plan falling behind gets caught while there's still time to shift budget toward it.
- Spend and leads by floor plan, daily, against the absorption target
- Interest-list growth tracked from day one of the launch window
- Google and Meta shown together, not as two separate reports
- Alerts when pacing falls behind the move-in schedule
Three ways in. Pick the one that fits.
18% of managed spend, Monitor at $350 per property with the dashboard included. Published, per property, month-to-month.
See pricing →Run 3–5 properties against your current vendor. Beat their cost per lease or the pilot is free. $1,500/mo+ ad spend.
Start the pilot →Fifteen minutes, one community's ad account. We'll show you where spend is leaking and what we'd do in the first 30 days.
Book a 30-minute call →Questions about lease-up launch marketing
When should a lease-up start running paid ads?+
Generally 60 to 90 days before the first move-ins. That window is what lets an interest list and a retargeting pool build before there are any units to lease, so the leasing office opens to warm demand instead of a cold market. Waiting until delivery means paying to build awareness during the exact weeks you most need signed leases. Starting early also gives us time to see which floor plans and price points are pulling real interest, so the account isn't guessing once move-ins begin.
What's included in the lease-up launch package?+
It's a one-time $2,000 add-on to our standard paid advertising management, built for the run-up to a lease-up. Campaigns go live 60 to 90 days before first move-ins across Google and Meta, brand defense is in place before competitors can bid on your community's name, interest-list growth starts building a retargeting pool early, and budget pacing is tied to absorption targets instead of a flat monthly number. It pairs with the Monitor tier, which includes the Jamesday Marketing Pulse dashboard so you can watch pacing daily.
How is a lease-up account structured differently from a stabilized one?+
A lease-up needs volume: broad-match discovery on Google to map real demand, aggressive Meta awareness and retargeting, and budget that scales with how many units are still vacant. A stabilized community at 94% or better needs the opposite, tight exact-match terms, always-on brand protection at low cost, and spend that stays low until a sudden vacancy calls for a rapid-response campaign. We rebuild the structure as the phase changes rather than just turning the budget up or down, because what works for one phase actively wastes money in the other.